Save the Children

How do you get children to empathise with other children who live differently to them?

Save the Children appointed KI to innovate new ways in which they could connect with their child audience.

We created a NPD programme to explore how UK children engage with their brand. It was clear that understanding how similar their own lives are to other children around the world, who are affected by natural or man made disasters, and recognising how difficult those children's lives have become, inspired them to want to learn more.

We developed the Save the Children Club - a child-facing magazine subscription product, with supporting website, to engage children across the UK. Each magazine features high quality, interactive content that explores all aspects of a child's life. From where they sleep to what they eat, how a particlar disaster has affected their family and the role Save the Children plays in trying to make things better.

We also created an eCRM programme for parents to enable them to engage with their child and the rest of the family at home.